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Hispanic Acculturation Process in the United States 2009
Mintel, Jan 2009, Pages: 79
At a time of changing paradigms in America, businesses need to re-evaluate long held beliefs about acculturation and how it is interpreted. Acculturation is crucial to understanding the highly diverse Hispanic consumers of today, whose growth in population and purchasing power are impacting every section of the U.S. economy.
This report discusses acculturation, its meaning and impact on as segmentation strategies that can help businesses maximize their marketing strategies. It focuses on attitudes, values, and lifestyles of the Hispanic consumer by clearly defining three main levels of acculturation and assimilation: Un-acculturated, Acculturated, and Assimilated.
This report will assist marketers in understanding the following:
Gain further understanding about how culture of origin (birth and/or family) influences acculturation and how the acculturation process impacts different segments of the Hispanic market
Exploring trends and insights that have lead to the successful strategic planning of new products and marketing initiatives
Looking at the Hispanic market through new lenses: the bicultural context that both preserves core values of the country of origin and/or birth family while adopting the general U.S. culture
Understanding of media usage preferences based on level of acculturation
Greater understanding of Hispanics online usage and the role acculturation and language plays in the sites Hispanics visit
Explore how acculturation plays an important role in the food choices Hispanics make and the impact of those choices on their health
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